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Web and Social Media Strategies -- Penn State Master Gardeners Coordinators Conference

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  • 1. Web and Social Media Strategies
    Chris More – Associate Director
    Max Spiegel – Web and Social Media Strategist
    October 2010
  • 2. Agenda
    • Web Strategy
    • 3. Social Media Strategy
    • 4. Team Collaboration
    • 5. Questions
  • Web Vision
    “A unified college Web presence that provides useful and rich content to our audiences while ensuring high quality-control standards.”
    We are… Penn State
    We are… Cooperative Extension
  • 6. Plone Content Management System (CMS)
    • Open-source (free to use)
    • 7. Always improving from world-wide network
    • 8. Most popular CMS at Penn State
    • 9. Central University group of Plone experts
    • 10. Easy to use interface
    • 11. Minimal training
    • 12. Search engine and people friendly content
    • 13. No software needed to manage website
    • 14. Coming to your county in the near future!
  • Plone Features
    • Blogging features
    • 15. Aggregate external blogs and RSS feeds
    • 16. Photo galleries
    • 17. Pages / folders
    • 18. Variety of homepage layouts
    • 19. Social media integration
    You can do all of this without ever seeing code or knowing how to build websites!
  • 20. Before and After – Food Science
  • 21. Before and After - Entomology
  • 22. Before and After – Turf Grass
  • 23. Why be on single system?
  • General Web Behaviors
    • 60-70% of visitors come from search engines
    • 30. Visitors scan text for keywords
    • 31. Visitors view on average 2-3 pages per visit
    • 32. Visitors quickly develop impressions
    • 33. Visitors are looking for answers to their questions
    Point: Whatever you do on the web, you do not have much time to capture the audience. First impressions matter.
  • 34. Best Practices for Web Success
    • Understand your audience and their needs
    • 35. Generate fresh and rich content
    • 36. Focus on content instead of design elements
    • 37. Perfect is the enemy of good
    • 38. Define ownership
    • 39. Never stop improving!
  • Social Media
    The Why & How
    (To Be Awesome)
  • 40. Web 1.0 vs. Web 2.0
  • Web 2.0 Toolsets
  • 49. Web 2.0 Toolsets Categories
  • 50. How to Behave
  • Twitter Good Practices
    • Follow those who you want to follow you
    • 57. Cross link your efforts
    • 58. Tweet about a YouTube video you uploaded
    • 59. Be welcoming & friendly - say hello to your new followers or folks that you would like to get to know.
    • 60. Engage people - ask questions and respond to queries that interest you.
    • 61. Be humorous - funny Tweets really help to break up the timeline.
    • 62. Inform - provide useful information and news items.
    • 63. Monitor self-promotion - it is fine to promote your projects and work, but nobody likes to be spammed all day
    • 64. Promote others - “retweet” liberally and highlight good work.
    • 65. Listen - there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.
    • 66. Be human - not always obvious but most important, being a “real” person is probably the most important trait of any effective Twitter user.
  • If you build it, will they come?
    • Do we place a yellow page ad, and then ask what we can do to get people to look at it?
    • 67. People must be looking for it
    • 68. Search engine optimization techniques
    • 69. Pay per click/impression advertisements (Google, Facebook, YouTube)
    • 70. Diligence & patience
  • What’s the point?
  • 71. Demographics
  • 72. Market Share
    • Would you start a business at the end of an empty dead-end road?
    • 73. Go where the party is at!
    • 74. Facebook
    • 75. Twitter
    • 76. Youtube
  • Practice
    • Facilitating
    • 77. What’s already going on?
    • 78. Searching
    • 79. Listening
    • 80. Linking
    • 81. Think about them, not us
    • 82. What can we add to their social network?
    • 83. Steal this content!
    • 84. Share on social networks
    • 85. “Like” or “Recommend” buttons
  • Share and Connect
  • 86. What’s RSS?
  • 87. “Push” your content
  • 88. “Distribute” your content
  • 89. Impact on Facebook
    • Geographic and demographic information
    • 90. Number of comments, interactions, “post quality” and more.
  • Impact on Twitter
  • 91. Impact on YouTube
    • Demographics
    • 92. How are people watching?
    • 93. “Hot spots”
  • Feedburner Stats
  • 94. Google Analytics and Campaigns
  • 95. Social Media Recap
    • Talk about others
    • 96. Go where the party is at
    • 97. Allow your content to be shared
    • 98. Be interesting!
  • Team Collaboration with Teambox
    • Communication and collaboration tool for teams and projects.
    • 99. Move the conversation from inbox to a real collaborative environment.
    • 100. Available to anyone with a Penn State or friends of Penn State account. Anyone can create a project!
    • 101. Similar to Facebook groups and Twitter, but on an internal and secure server.
    • 102. Get started: Visit http://agsci.psu.edu and search for “teambox”
  • Questions?
    Chris More cmore@psu.edu (@chrismore)
    Max Spiegel mds118@psu.edu (@maxspiegel)